Expert Article | The Importance of a Website Audit


If you have never done a website SEO audit, you might be wondering what it is and why it is so important. In simple terms, a website audit involves putting your site through a series of tests in order to see how well everything functions, and more importantly, to see where improvements can be made.


Why is it Important?

If you are going to increase the online presence of your site, you will need to pinpoint all the places that need improvement and understand what needs to be done to make them work better. This can include just about anything, from updating or improving content to adding title tags and meta descriptions. You may also get a better idea of how users are interacting with your site, leading to new conversion opportunities.


What Does a Site Audit Look At?

There are many parts of a typical audit, and your particular website will determine some of the goals of an audit. Websites for vastly different industries or products will have different goals, which will determine the exact role of the site, although there are certain elements that a good audit should always cover, such as a review of any technical problems and site architecture.

A typical website audit might include:

  • Site Health.  A site health audit reviews the overall functionality of your site, and its architecture. It can help identify content gaps, technical gaps, and issues with website speed. Page load time, for example, is an important part of how Google’s algorithms rank websites. Users do not like to wait for pages to load, so slow-loading pages are always something to work on improving. A Site Health audit can identify new opportunities for key performance indicators.
  • Social Media Audit. By maintaining an active social media presence, you stand to gain a great deal, particularly when it comes to traffic. You can find more qualified leads through a relevant, targeted social media strategy. Social media is also an excellent means of increasing your visibility and improving engagement. This audit will analyze the content channels (such as blogs and videos) that perform best.
  • Conversion Rate Optimization Audit. A content rate optimization audit will determine where and how conversions are taking place. More importantly, perhaps, it will determine where they are being lost. This sort of audit will give you the insight you need to increase leads and convert web traffic and is useful for the development of landing pages. This sort of optimization involves ongoing efforts in order to provoke desired behaviour of site visitors.
  • Competitor Website Audit. Auditing the website of a competitor can be highly advantageous for growing your business, giving you insights that can be put to use building your own strategies.
  • Duplicate Content Audit. Your rankings can suffer if your website contains duplicate content. The reason for this is that it confuses search engines. You may even suffer penalties in Google’s algorithms. This issue is a common one but is easily rectified by an auditor.


What Are the Effects of An Audit?

At the end of your audit, you will receive a summary report that will indicate any issues discovered.  The report will also include the most effective means to correct these issues. Conducting regular audits will help keep your site aligned with Google’s best practices.

Website audits can benefit you by improving your site’s visibility and efficiency. Your Google ranking will see an improvement, as will site traffic. When you are looking for a way to help your business grow online, do not overlook the importance of a website audit.



About The Author

Christian Thomson is the CEO of Marwick Marketing and the LiT Agency – Premier Google Partner Agencies in British Columbia, Canada. Marwick Marketing was ranked 18th Fastest Growing Company in BC in 2019.